Tallima: I should say, this is what my law prof told me. I'm just reflecting stuff back. He said it was about demonstrating a consistent pattern of trademark defense. Not just for genericizing* a trademark, but defending in court from someone taking it.
It makes sense to me. Especially since tons and tons of companies, esp. large companies, do it.
*I made that word up. I'm like Shakespeare!
Gaunathor: It would make sense if it were about a made-up word, or against a company trying to call itself Rebellion Software. However, this is about a common word used in an expressive manner. To quote the blog-post I linked to:
Our U.S. legal representatives at Nixon Peabody successfully argued on our behalf and obtained the following judgement best said in the judge's own words:
"...Defendants’ use of REBELLION is expressive speech and is protected under the First Amendment. Plaintiffs cannot satisfy the Rogers test; they cannot establish that REBELLION has no artistic relevance to Defendants’ computer game, or that it is explicitly misleading as to source or content. Defendants’ Motion to Dismiss is GRANTED."
Gaunathor: It's not about winning. Not at all. It's about a formal "complaint."
Let's say 10 years from now some game company comes out called REBEL ION and they make a great sniper game.
Rebellion will be in a much better position to argue their case if they have a documented track record of defending their trademark. (so I'm told by my old business law prof -- I'm not a legal person)
My prof told us to not take it personally if we made a company and someone sued us for trademark infringement. Suits go back and forth and get regularly dismissed just to make a documented public awareness that they intend to defend their trademark.
Check this out:
Question: What does it mean to take all reasonable steps to protect a trademark?
Answer: If a trademark owner fails to police his or her mark, the owner may be deemed to have abandoned the mark or acquiesced in its misuse. A trademark is only protected while it serves to identify the source of goods or services.
If a trademark owner believes someone is infringing his or her trademark, the first thing the owner is likely to do is to write a "cease-and-desist" letter which asks the accused infringer to stop using the trademark. If the accused infringer refuses to comply, the owner may file a lawsuit in Federal or state court. The court may grant the plaintiff a preliminary injunction on use of the mark -- tell the infringer to stop using the trademark pending trial.
If the owner successfully proves trademark infringement in court, the court has the power to: order a permanent injunction; order monetary payment for profit the plaintiff can prove it would have made but for defendant's use of the mark; possibly increase this payment; possibly award a monetary payment of profits the defendant made while using the mark; and possibly order the defendant to pay the plaintiff's attorney fees in egregious cases of infringement.
Of course, the determination of infringement is actually one that will be made by the court, so a trademark owner is simply using a best guess about whether or not infringement actually has occurred. That best guess may be a good one, based on experience and expertise, or it may be a bad one that doesn't reflect any of the legitimate defenses that might exist. The law doesn't require the mark owner to sue everyone; it just requires the owner to keep his mark distinctive.
(from:
http://www.chillingeffects.org/trademark/faq#QID418 )
I don't disagree that it's douchish. But that's what a lot of companies do to take all reasonable steps to protect their trademark.